Experienced online marketers know that you can’t measure what you can’t track. And with campaigns that extend across Bing, Google, and other publishers, it’s essential to be able to integrate, track, and optimize various conversion metrics to meet strategic and tactical marketing goals.
But how is a “conversion” defined? And how is it specifically tracked? Unfortunately, there’s no one answer as that can vary across all publishers. And with third-party campaign management platforms, such as SearchForce, DART, Omniture, and Google Analytics, there can be an added layer of complexity.